NextGen Loyalty Branding

Kroger
Written By Anna Willoughby
Logo for NextGen Loyalty. "NextGen" is in teal small caps and "Loyalty" is knocked out of a magenta rounded rectangle. The "o" in Loyalty is a heart with a checkmark cutting into the top curve from the right.
An employee and customer at checkout in a Kroger store, overlaid with "Friendly & Fresh" in pink, green, and teal, and a closeup of green apples.

Inspiration

Kroger’s Friendly & Fresh intiative was our main push when I designed the NextGen Loyalty brand. To keep a consistent look and feel and ensure these initiatives were clearly associated with one another, I chose the pink and teal from Friendly & Fresh as the main colors.

 

The design process

I started with a series of rough sketches, which I iterated on and digitized. Then I experimented with typography, and created a branding package including Microsoft Office templates, logo files, and other assets.

A few months after the logo was finalized, leadership decided to change the name of the initiative to Customer Experience Platform (CxP for short). I was tasked with redesigning the logo again, retaining the color scheme and heart design.

Final design

After iterating on color and form, ultimately we settled on a subtle outline and shadow on white text with a bold pink heart behind. The teal would be brought into the branding as a secondary color in supporting imagery and text rather than the logo itself.

 
Anna Willoughby
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